Vladamir Putin the President of Russia has hired a US PR firm to work on its image while it is the G8 leader this year. The country has more recently been building a perception of being more authoritarian - although Jon Higgins, CEO of the PR firm Ketchum gives it a different spin, blaming competing countries;
"Russia is reviving as a very strong and independent state in taking decisions. Its gaining power, gaining stability both economically and politically. Of course no-one in this world of competition wants another rival to appear in the arena."
As global competition increases we are going to see an increase in cities, provinces and countries 're-branding' themselves to be more attractive.